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DESIGN GUIDELINES
Introduction
Design elements
> The design
> Colour use
Ph 02 6271 5601
Fax 02 6271 5662
Email governmentbranding@pmc.gov.au
September 2009
All versions of the Design specific to departments and agencies consist of four elements: the Commonwealth Coat of
Arms (Conventional Version 3A Solid), the words "Australian Government" (Times New Roman Bold), an underline and
the department or agency name (also Times New Roman Bold).
The minimum width of the Commonwealth Coat of Arms should be 20mm. However, on items such as name badges
and id cards where it may not be possible for the minimum width to be adhered to, the Arms may be altered in width but
must remain recognisable. Consistency of construction of this Design is critical to the intention of establishing and
maintaining a single recognition device for the Australian Government. Designs for each department and agency have
been constructed to conform with established corporate identity application principles and are appropriate for most
publishing requirements.
Departments or agencies are responsible for the production of further individual designs. Such designs can be
produced in house or a graphic design company may be contracted.
It is intended that the Australian Government Design be reproduced in one colour only — preferably black. However, to
add flexibility to this reproduction, guidelines for limited colour use have been developed.
The Design can be reversed - white on black, or white on a different dark colour - for example charcoal, navy, maroon,
dark green etc. The development of these colour palettes is up to individual departments and agencies, however it is
essential to ensure that any use of colour does not compromise the integrity of the Design.
The Design should not be represented in any more than one colour.
Attention to contrast should always be considered carefully — the Design should not appear in a pastel or light colour on
a light background colour, or as a tint or stipple of any colour. The Design should not appear as a dark colour on a dark
background.
NB: Government Branding Unit is a hypothetical example and does not actually exist.
Alternatively, the Australian Government could be identified as a whole, with the Coat of Arms appearing with the
―Australian Government‖ text only. This is also shown below.
„INLINE‟ DESIGN
„STACKED‟ DESIGN
All references to ―Commonwealth‖ or ―Federal‖ Government should now be to ―Australian Government‖ in all cases and
on all products.
Departmental Names
When making reference to itself in the text of a document, if previous reference would have been to ―the Commonwealth
Department of XYZ‘, it should now be ‗the Australian Government Department of XYZ‖.
The "Commonwealth of Australia" is the legal entity established by the Constitution. It is sometimes referred to simply as
"the Commonwealth". Where the term "Commonwealth Government" is used, it will normally be appropriate to replace
that term with "Australian Government". However, in implementing the branding requirements, care will need to be taken
not to replace references to the "Commonwealth of Australia" or "the Commonwealth", where that term is used to
describe the entity established by the Constitution or in a geographic sense, with references to the Australian
Government.
Press Advertising
The Department of Finance and Deregulation provides advice on appropriate branding for campaign materials.
http://www.finance.gov.au/Advertising/index.html
Internet
The branding policy applies to departmental and agency web pages and text references should reflect the "Australian
Government" and "the Australian Government Department of XYZ". The Australian Government Information
Management Office issues guidelines on the appearance and construction of departmental and agency web pages.
http://webpublishing.agimo.gov.au/Branding
Enquiries
Ph 02 6271 5601
Fax 02 6271 5662
Email governmentbranding@pmc.gov.au